Rexam focuses on men's cosmetic packaging

Rexam's beauty packaging division has developed an expanded portfolio dedicated of spray components that cater to the ever-expanding and increasingly sophisticated market for men's fragrance and personal care products, reports Simon Pitman.

The company's beauty division was given a major boost in 2002 when it bought Crown Cork and Seal's beauty pump business, Thomaston. Since then fragrances, as well as a number of other pump-dispensed cosmetic and toiletry products, have become an increasingly important part of the business. In more recent times the category has seen a big jump in the number of men's personal care products being launched.

But long gone are the days when fancy soaps and potions were considered unmanly. Men's cosmetic products are becoming increasingly sophisticated and the packaging is reflecting both product diversity and functionality.

Testimony to this is the fact that the company's low-profile spray components were part of two 2005 FiFi Award winners in the men's fragrances category: Ralph Lauren 'Roman Silver' and 'L'Eau Bleue D'Issey Pour Homme' from Beauté Prestige.

Amongst the growing number of cosmetics companies dedicated to the men's grooming category, Rexam
is supplying both fragrance and personal care spray assemblies for the newly launched John Varvatos line from Zirh International.

This first fragrance and treatment line from the men's clothing designer has a 12-item assortment of men's products that are equipped with Rexam SLPP, SP34 and LX pumps including After Shave, Essential Face Cleanser and Hydrating Facial Moisturizer. In addition, Rexam produces sampler packages for two of the line's skin care products.

Skin care products for men is also a major target in Europe where Clarins Paris has utilized Rexam Dispensing Systems to supply airless lotion pumps for its men's brands, Clarins Men Undereye Serum and Total Wrinkle Control Cream. The latter's 50ml size and the former's 30ml packge features Rexam's Soprano actuators and collars that are particularly attractive to the male market.

"The Soprano feels and looks substantial with its ergonomic actuator and wide collar," said Eric Desmaris, global marketing manager for Rexam Dispensing Systems. "Men prefer their treatment and fragrance products to have a rugged, yet comfortable, feel with a masculine color scheme. Tactility and quick, smooth operation are key when producing for male brands. Our Soprano line delivers on all counts."

Rexam has a history of manufacturing components for the men's market particularly for premier fragrance launches. Rexam supplied components for the forerunner Perry Ellis scent, 'Perry Man,' and for subsequent flanker products that are part of the Perry Ellis '360' line. A 'New Perry M' features a 'pop-out' spray fashioned from Rexam's LPP crimp pump.

Recently, Rexam produced super low profile pumps (SLPP), with metal collars and metal-sleeved actuators, for another a launch from a designer - the new Tommy Bahama Men's fragrance from Gemini Cosmetics. Besides producing pumps for the 0.5, 1.7, and 3.4oz. signature scent sprays, Rexam supplies a Sofilux .05 oz. sampler of the cologne, attractively packaged in a matchbook-sized packet arrayed with three golf tees and ball marker. To round out the line, Rexam also produces a 3.4oz shaker featuring its patented The Crimpless System pump.

Meanwhile, marketers previously associated with just skin care products are launching into the fragrance arena. Miami-based The Art of Shaving recently introduced its new Sandalwood EDT scent for which Rexam supplies an all metal LPP pump, with The Crimpless System, for the brand's 50 and 100ml sizes. The pump assembly features a black collar to complement the packaging design.

Besides supplying pump assemblies for full-sized men's brands, Rexam manufactures samplers for the male market. The recent samplers delivered for Tommy Bahama and John Varvatos are part of a line of miniature spray packages produced for a wide variety of products including UCI's Crave Calvin Klein. Rexam produced a glass Sofilux vial with card for the Crave sampler, as well as a miniature look-alike bottle that virtually mimics the retail product.

Considering the ever-increasing phenomenon of short-cycle launches, the company says that its Sofistic's and Sofilux mini sprays are powerful marketing tools in support of attracting men's attention.

"One of the distinguishing characteristics of the men's market, according to studies we've seen," said Desmaris, "is that men typically exhibit a greater loyalty to products than women and are less influenced by advertising. That is why offering free samples to men is extremely effective in enticing them to use and buy a product. Men typically want products that work immediately and samplers that mimic the retail package can give them this palpable experience leading them to purchase the product."

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